As part of their commitment to 'Helpful Banking', Natwest bank in the UK have launched an iPad app for customers.
Rather than an app based around a promotion or content initiative, the Natwest iPad app is based on utility and the idea of making customers lives easier. From a communications standpoint this is a break from the sector norm. It's interesting to see Natwest using Paid Media / mainstream TV advertising to generate Owned Media app downloads, rather than TV being used to promote sales through deals or offers - a focus on existing customers, rather than relentless pursuit of new ones.
Another example of how Owned Media can be driven by Paid Media and how everything links together.
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Rather than an app based around a promotion or content initiative, the Natwest iPad app is based on utility and the idea of making customers lives easier. From a communications standpoint this is a break from the sector norm. It's interesting to see Natwest using Paid Media / mainstream TV advertising to generate Owned Media app downloads, rather than TV being used to promote sales through deals or offers - a focus on existing customers, rather than relentless pursuit of new ones.
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| Natwest TV ad driving downloads of the Natwest iPad app |
Like Paid Owned Earned on Facebook at www.facebook.com/paidownedearned
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